Yellow Pages launches new mass media campaign highlighting its digital services for small businesses
Toronto, ON – May 30, 2016 – Yellow Pages (YP) (TSX: Y), a leading digital media and marketing solutions company, launched a national B2B mass media advertising campaign today, targeting small business customers and promoting its digital portfolio of products.
Showcasing actual employees of Yellow Pages, who provide daily digital services to customer accounts, the company highlighted the efficiency of its digital offering by creating a small business from scratch.
The company selected the iconic lemonade stand for the business it would create. Yellow Pages discreetly opened The Lemonade Stand in the Beaches neighbourhood of Toronto from April 30th to May 8th giving no indication that Yellow Pages was behind the storefront.
The Lemonade Stand was promoted and marketed for under a month by Yellow Pages digital media teams, using only Yellow Pages digital marketing products and services: NetSync, a digital presence syndication tool, creation and hosting of a basic website, Facebook page and engagement, SEM (search engine marketing), videography and photography. A total of 10 employees were a part of the dedicated digital marketing effort.
“Yellow Pages generates close to half a billion in digital revenues annually, services over 244,000 small businesses across Canada - with the majority buying digital services from us - and we have among the highest-trafficked digital network in Canada,” said Paul Brousseau, Vice-President, Brand Communications at Yellow Pages. “A lot of our strength lies in the daily services and guidance that our employees provide to our customers and we wanted to showcase that.”
“It was also important to us that small businesses across Canada continue to associate the brand with measurable, results-driven digital marketing and services tailored to their specific needs,” continued Brousseau.
The Lemonade Stand had approximately 1,100 customers in the one-week period it was open with all inventory sold out by the weekend. All proceeds from the business were donated locally.
The national multimedia campaign runs until November and includes both conventional and specialty TV, sponsored video and posts, pre-roll, as well as takeovers of La Presse digital platforms.
The campaign was developed and executed in collaboration with Leo Burnett and Jungle Media.
The 30-second ad
The 15-second ad
About Yellow Pages
Yellow Pages (TSX: Y) is a Canadian digital media and marketing solutions company that supports local economies by helping neighbourhood businesses reach new customers and foster stronger relationships with existing clients through its various media and products. Yellow Pages holds some of Canada’s leading local online properties including YP.ca™, RedFlagDeals.com™, Canada411.ca, 411.ca, Bookenda.com, dine.TO, DuProprio.com, ComFree.com, and YP NextHome. The Company also holds the YP, YP Shopwise, YP Dine, RedFlagDeals, Canada411, 411, Bookenda, DuProprio, ComFree, and YP NextHome mobile applications and Yellow Pages™ print directories. In addition, Yellow Pages is a leader in national advertising through its various channels and services devoted to North American businesses. The Company also owns JUICE Mobile, a mobile advertising technology company whose proprietary programmatic platforms facilitate the automatic buying and selling of mobile advertising between brands and publishers. For more information visit www.corporate.yp.ca